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The Mobile Apps Mania – Are we ready?

The Mobile Apps Mania – Are we ready?. Trends. App store market continues to grow exponentially Gartner projects app store revenues of $15 Bn in 2011, up 190% from 5.2 bn in 2010 17.7 bn downloads forecasted in 2011, up from 8.2 bn in 2010

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The Mobile Apps Mania – Are we ready?

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  1. The Mobile Apps Mania – Are we ready?

  2. Trends • App store market continues to grow exponentially • Gartner projects app store revenues of $15 Bn in 2011, up 190% from 5.2 bn in 2010 • 17.7 bn downloads forecasted in 2011, up from 8.2 bn in 2010 • Apple dominates the market, Android and others catching up • Apple sold apps worth $ 1.8 Bn in 2010, had a market share of 84% in 2010 • Carriers trying to stay in the race, yet to make it big • Airtel’s Apps central claims over 30 mn apps downloads since launch, and over 2 lac downloads per day by end-2010

  3. Competitive landscape A Market with 32 App Stores with more than 15 App store providers -- Major - App store announcements and launches • Providers --- • Amdocs • Cellmania • Comverse • Ericsson • Everypoint • GetJar • Handango • Handmark • Ideaworks 3D Javaground • Mobango • PocketGear • , Ondeego, • OnMobile, • Qualcomm • SlideME, Sun Microsystems • Tanla

  4. But there are Challenges… • Market is incredibly fragmented – especially in India which is predominantly a feature-phone market • Applications developed for Apple will not work on Android devices and vice versa • Consumer is shopping for value – significant downloads are for free • Where is the money for the developer? – skewed revenue shares, how to justify buss case/ investments… • Lot more work for developers – which platform to build for? • How do you handle the churn – apps shelf life is reducing…

  5. So, is it a bubble that will burst?

  6. Quite Unlikely… India • Economy : Eleventh-largest, Growing • Population: 1.2 Billion; 70% Rural • Literacy :64%, 21 scheduled languages , English Subsidiary • Median Age :24.9 years • Tele density: 54% with 600 Million Subs, Projected 1.15 Billion by 2013 • Diverse Culture: Religious, 80% Hindus and 14% Muslims

  7. Next Generation App store Delivery Discovery Distribution • Key Features: • Integrated App Store • Integrated Ecosystem • Device Agnostic/Service provider Agnostic • Large pool of Applications across platforms and continuous innovation • Support various business models • Adaptors SDK’s/Open API for integration • Applications porting support • Security certified/Functional certification • Multiple billing channels • Subscription Management • Multi Tenancy • Partner Management • Enhanced user profile management • Localization/Personalization Enhanced user Experience

  8. Various models End users expect all type of apps to be offered: free device based apps currently form the bulk of downloads Application functionality requirements Charged Revenue model • Market evolution in this direction is most beneficial for MNOs as it uses two assets they typically control: payment and network intelligence • 77% of total applications available on the Apple Apps store catalogue are not free – primarily using device functionality Free • Nearly 76% of Apple’s app store downloads are free – primarily using device functionality although some now use network connectivity • Google Maps bypasses network intelligence on location using its own location APIs or device GPS capability Device based (using device’s core functionality) Network connectivity (uses packet or SMS based interactivity) Network / subscriber intelligence (leverage specific network controls - QoS, SMS, MMS - or information - location, presence, subscriber personalisation)

  9. Focusing on the developer Ecosystem Periodic Idea Contests Quality Tested Convert to Apps thru Developer Forum Ideas Screening by Experts Approval Innovative app ideas through ‘Ideation Factory’ Contributed by 100,000+ Professionals & University Students Converted through own Developer Forum

  10. To each its own! Apps categories for the urban market Urban-rural comparison of handset and VAS service penetration Customer Enterprise Business & Professional Organizers Productivity Travel Games Love Social Books Lifestyle Health For Music Lovers Radio MP3 Players Mobi TV FM Players Song composer Learn Guitar For the Literate Ultimate Jokes SMS One Partner Compatibility Mundu IM Find Me Apps categories for the Rural market For the not-so-literate Picassa Photos Ascendo photos Paint pad Virtual radio Audio SMS Video SMS Religion Entertainment Music, Photo, themes Utilities Education

  11. Apps categories Top 5 Application Categories to Work Most for India Religion Education Entertainment Utilities Games Calculators Expense Manager Memory Booster Battery Watch Data Recovery Bluetooth File Manager Wi-Fi Radar Phone Torch Swap Super Pool Urban Combat Mr. Revolver Puzzles FreeCell Valentines Heart Ultimate Sudoku Word snake Bounce Ball Global Cricket MF 3D Snooker Radio Prediction Love Match Subli Mobi (Social) Super Flirt Evan MP3 Player Composer Power Movie Mobi tubia Geeta Saar Shani Dev Krishna Islamic Organizer Hajj Guide  The Holy Quran Prayer Times Encyclopedia Learn English Oxford Dictionary Britannica Mobile Wikipedia Trigonometry Puzzles MSDict Oxford Multilanguage Pack

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